Kassatly The international ready-to-drink (RTD) alcoholic beverages Bacardi Breezer and Smirnoff Ice, have become a global phenomenon with annual sales of over $1.5 billion. In Lebanon, the multi-flavored alco-pops have carved out a $3 million niche market that is growing by 15%. They are the drink of choice of the lucrative 20-30 year old demographic, who, in the last four years, have embraced them on the wave of beach and club culture, egged on by Lebanon’s modest tourism boom, and aggressive marketing campaigns. Three years ago Kassatly Chtaura recognized that they may not have the international pizzazz, nor the brand equity of either Smirnoff or Bacardi, but what they did have was the ability to produce their own RTD, Buzz, and compete on price. Three years on, Buzz can lay claim to a 30% share of the local market. It has been a war fought on two fronts – with
